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Target’s E-Commerce UX

This is a case study of Target’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Target’s overall e-commerce UX performance is acceptable. Notably, their UX is hampered by poor Product Page and mediocre On-Site Search, although this is allieviated somewhat by decent Mobile E-Commerce and Cart & Checkout.

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Target’s Homepage & Category performance is mediocre. Notably, Target’s category performance is hampered by poor Main Navigation and broken Site-Wide Layout, although this is helped somewhat by decent Homepage.

Target’s On-Site Search performance is mediocre. Some of Target’s biggest on-site search usability issues are due to broken Results Layout & Filtering and Search Query Types. That said, their search experience performs well within Search Autocomplete.

Target’s Cart & Checkout performance is decent. It is especially a state of the art Order Review, state of the art Gifting Flow & Features, and good Form & Page Design that helps Target’s checkout UX. Do, however, watch out for their poor Credit Card Form performance.

Target’s Mobile E-Commerce performance is decent. It is especially a state of the art Mobile Validation Errors, Touch Keyboards, and Mobile Shopping Cart, Cost & Account that helps Target’s mobile UX. Do, however, watch out for their poor Mobile Form Field Usability performance.

These 15 ‘Homepage’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Homepage’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #237
Adhered High
·
Score: 33.2

Guideline #240
Violated Low
·
Score: -11.8

Guideline #242
Issue Resolved
·
Score: 23.7

Guideline #248
Neutral
·
Score: 0.0

Guideline #235
Adhered Low
·
Score: 7.1

Guideline #238
Adhered High
·
Score: 23.7

Guideline #236
Adhered High
·
Score: 14.2

Guideline #246
Adhered High
·
Score: 23.7

Guideline #249
Adhered High
·
Score: 14.2

Guideline #245
Issue Resolved
·
Score: 23.7

Guideline #241
Adhered High
·
Score: 14.2

Guideline #247
Not Applicable
·
Score: 0.0

Guideline #239
Not Applicable
·
Score: 0.0

Guideline #264
Violated Low
·
Score: -4.7

Guideline #257
Adhered High
·
Score: 14.2

Category Taxonomy:
14 guidelines
·
Score: 222.6

These 14 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 14 elements necessary to create a high-performing ‘Category Taxonomy’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #253
Adhered High
·
Score: 33.2

Guideline #261
Adhered High
·
Score: 23.7

Guideline #263
Adhered High
·
Score: 33.2

Guideline #266
Neutral
·
Score: 0.0

Guideline #267
Violated High
·
Score: -33.2

Guideline #268
Adhered High
·
Score: 28.4

Guideline #259
Issue Resolved
·
Score: 37.9

Guideline #282
Adhered High
·
Score: 23.7

Guideline #286
Adhered High
·
Score: 23.7

Guideline #274
Not Applicable
·
Score: 0.0

Guideline #251
Not Applicable
·
Score: 0.0

Guideline #278
Adhered High
·
Score: 18.9

Guideline #277
Issue Resolved
·
Score: 18.9

Guideline #318
Adhered High
·
Score: 14.2

Main Navigation:
16 guidelines
·
Score: 137.4

These 16 ‘Main Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 16 elements necessary to create a high-performing ‘Main Navigation’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #287
Violated High
·
Score: -33.2

Guideline #294
Violated High
·
Score: -37.9

Guideline #302
Adhered High
·
Score: 33.2

Guideline #289
Adhered High
·
Score: 23.7

Guideline #288
Violated Low
·
Score: -14.2

Guideline #303
Not Applicable
·
Score: 0.0

Guideline #298
Issue Resolved
·
Score: 28.4

Guideline #291
Adhered High
·
Score: 23.7

Guideline #297
Not Applicable
·
Score: 0.0

Guideline #256
Issue Resolved
·
Score: 23.7

Guideline #304
Issue Resolved
·
Score: 23.7

Guideline #305
Adhered High
·
Score: 18.9

Guideline #296
Issue Resolved
·
Score: 18.9

Guideline #299
Issue Resolved
·
Score: 14.2

Guideline #306
Issue Resolved
·
Score: 14.2

Guideline #300
Not Applicable
·
Score: 0.0

Intermediary Category Pages:
6 guidelines
·
Score: 45.0

These 6 ‘Intermediary Category Pages’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 6 elements necessary to create a high-performing ‘Intermediary Category Pages’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #307
Adhered High
·
Score: 37.9

Guideline #309
Violated Low
·
Score: -16.6

Guideline #308
Violated High
·
Score: -23.7

Guideline #311
Adhered High
·
Score: 23.7

Guideline #312
Issue Resolved
·
Score: 23.7

Guideline #310
Not Applicable
·
Score: 0.0

Site-Wide Layout:
11 guidelines
·
Score: -14.2

These 11 ‘Site-Wide Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 11 elements necessary to create a high-performing ‘Site-Wide Layout’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #279
Violated High
·
Score: -23.7

Guideline #258
Issue Resolved
·
Score: 37.9

Guideline #252
Violated High
·
Score: -23.7

Guideline #250
Violated High
·
Score: -18.9

Guideline #293
Violated High
·
Score: -18.9

Guideline #290
Issue Resolved
·
Score: 14.2

Guideline #284
Issue Resolved
·
Score: 14.2

Guideline #260
Adhered High
·
Score: 14.2

Guideline #255
Violated High
·
Score: -9.5

Guideline #273
Not Applicable
·
Score: 0.0

Guideline #940
Not Applicable
·
Score: 0.0

On-Site Search:
49 guidelines
·
Score: 198.1

Search Query Types:
12 guidelines
·
Score: -104.1

These 12 ‘Search Query Types’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Search Query Types’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #333
Adhered Low
·
Score: 26.9

Guideline #334
Violated Low
·
Score: -26.9

Guideline #340
Adhered Low
·
Score: 16.8

Guideline #335
Violated High
·
Score: -33.6

Guideline #337
Adhered High
·
Score: 47.0

Guideline #341
Violated High
·
Score: -47.0

Guideline #344
Violated High
·
Score: -47.0

Guideline #399
Violated High
·
Score: -33.6

Guideline #338
Violated High
·
Score: -33.6

Guideline #347
Not Applicable
·
Score: 0.0

Guideline #342
Adhered High
·
Score: 26.9

Guideline #398
Not Applicable
·
Score: 0.0

Search Form & Logic:
10 guidelines
·
Score: 147.7

These 10 ‘Search Form & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 10 elements necessary to create a high-performing ‘Search Form & Logic’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #336
Not Applicable
·
Score: 0.0

Guideline #346
Violated High
·
Score: -40.3

Guideline #349
Issue Resolved
·
Score: 33.6

Guideline #407
Adhered High
·
Score: 47.0

Guideline #339
Issue Resolved
·
Score: 33.6

Guideline #343
Not Applicable
·
Score: 0.0

Guideline #351
Adhered High
·
Score: 33.6

Guideline #348
Adhered High
·
Score: 26.9

Guideline #350
Adhered High
·
Score: 13.4

Guideline #352
Not Applicable
·
Score: 0.0

Search Autocomplete:
7 guidelines
·
Score: 174.6

These 7 ‘Search Autocomplete’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 7 elements necessary to create a high-performing ‘Search Autocomplete’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #359
Adhered High
·
Score: 40.3

Guideline #404
Adhered Low
·
Score: 20.1

Guideline #361
Violated High
·
Score: -20.1

Guideline #356
Issue Resolved
·
Score: 33.6

Guideline #369
Adhered High
·
Score: 40.3

Guideline #368
Adhered High
·
Score: 33.6

Guideline #363
Adhered High
·
Score: 26.9

Results Logic & Guidance:
8 guidelines
·
Score: 107.4

These 8 ‘Results Logic & Guidance’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 8 elements necessary to create a high-performing ‘Results Logic & Guidance’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #358
Adhered Low
·
Score: 23.5

Guideline #362
Adhered Low
·
Score: 23.5

Guideline #370
Adhered High
·
Score: 40.3

Guideline #367
Not Applicable
·
Score: 0.0

Guideline #355
Adhered High
·
Score: 20.1

Guideline #394
Issue Resolved
·
Score: 33.6

Guideline #365
Violated High
·
Score: -33.6

Guideline #371
Not Applicable
·
Score: 0.0

Results Layout & Filtering:
12 guidelines
·
Score: -127.6

These 12 ‘Results Layout & Filtering’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Results Layout & Filtering’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #382
Violated High
·
Score: -33.6

Guideline #379
Violated High
·
Score: -53.7

Guideline #386
Adhered High
·
Score: 47.0

Guideline #381
Neutral
·
Score: 0.0

Guideline #377
Violated Low
·
Score: -16.8

Guideline #376
Adhered High
·
Score: 53.7

Guideline #403
Violated Low
·
Score: -23.5

Guideline #393
Violated High
·
Score: -33.6

Guideline #406
Not Applicable
·
Score: 0.0

Guideline #378
Neutral
·
Score: 0.0

Guideline #401
Violated High
·
Score: -26.9

Guideline #402
Violated High
·
Score: -40.3

Product Lists & Filtering:
94 guidelines
·
Score: 628.2

List Layout:
7 guidelines
·
Score: 40.4

These 7 ‘List Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 7 elements necessary to create a high-performing ‘List Layout’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #541
Violated Low
·
Score: -21.6

Guideline #533
Violated Low
·
Score: -16.2

Guideline #531
Adhered Low
·
Score: 13.5

Guideline #537
Adhered High
·
Score: 27.0

Guideline #535
Not Applicable
·
Score: 0.0

Guideline #536
Not Applicable
·
Score: 0.0

Guideline #862
Adhered High
·
Score: 37.7

Loading Products:
5 guidelines
·
Score: -97.1

These 5 ‘Loading Products’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Loading Products’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #501
Violated High
·
Score: -32.4

Guideline #502
Violated Low
·
Score: -16.2

Guideline #503
Violated High
·
Score: -16.2

Guideline #504
Violated High
·
Score: -32.4

Guideline #505
Not Applicable
·
Score: 0.0

List Items: Product Info & Thumbnails:
16 guidelines
·
Score: 53.9

These 16 ‘List Items: Product Info & Thumbnails’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 16 elements necessary to create a high-performing ‘List Items: Product Info & Thumbnails’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #440
Violated Low
·
Score: -21.6

Guideline #421
Not Applicable
·
Score: 0.0

Guideline #443
Violated High
·
Score: -37.7

Guideline #446
Violated High
·
Score: -32.4

Guideline #422
Adhered High
·
Score: 32.4

Guideline #441
Adhered High
·
Score: 27.0

Guideline #447
Adhered Low
·
Score: 8.1

Guideline #444
Not Applicable
·
Score: 0.0

Guideline #455
Not Applicable
·
Score: 0.0

Guideline #445
Adhered High
·
Score: 37.7

Guideline #457
Not Applicable
·
Score: 0.0

Guideline #463
Not Applicable
·
Score: 0.0

Guideline #456
Adhered Low
·
Score: 13.5

Guideline #458
Adhered High
·
Score: 16.2

Guideline #459
Violated Low
·
Score: -10.8

Guideline #462
Adhered High
·
Score: 21.6

List Items: Interface & Hit Areas:
10 guidelines
·
Score: 64.7

These 10 ‘List Items: Interface & Hit Areas’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘List Items: Interface & Hit Areas’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #448
Violated High
·
Score: -37.7

Guideline #528
Adhered High
·
Score: 37.7

Guideline #452
Adhered Low
·
Score: 13.5

Guideline #450
Adhered High
·
Score: 27.0

Guideline #449
Neutral
·
Score: 0.0

Guideline #525
Violated High
·
Score: -27.0

Guideline #527
Adhered High
·
Score: 27.0

Guideline #529
Issue Resolved
·
Score: 32.4

Guideline #530
Violated Low
·
Score: -8.1

Guideline #526
Not Applicable
·
Score: 0.0

List Items: Personalization:
5 guidelines
·
Score: -32.4

These 5 ‘List Items: Personalization’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘List Items: Personalization’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #480
Violated High
·
Score: -37.7

Guideline #482
Adhered High
·
Score: 27.0

Guideline #483
Not Applicable
·
Score: 0.0

Guideline #485
Not Applicable
·
Score: 0.0

Guideline #484
Violated High
·
Score: -21.6

Filtering: Available Filters:
10 guidelines
·
Score: 307.4

‘State of the Art’

These 10 ‘Filtering: Available Filters’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘Filtering: Available Filters’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #409
Adhered High
·
Score: 43.1

Guideline #413
Adhered High
·
Score: 37.7

Guideline #418
Adhered High
·
Score: 37.7

Guideline #408
Adhered High
·
Score: 37.7

Guideline #417
Adhered High
·
Score: 37.7

Guideline #540
Not Applicable
·
Score: 0.0

Guideline #410
Adhered High
·
Score: 32.4

Guideline #414
Adhered High
·
Score: 27.0

Guideline #416
Adhered High
·
Score: 27.0

Guideline #415
Adhered High
·
Score: 27.0

Filtering: Scope & Logic:
14 guidelines
·
Score: 140.2

These 14 ‘Filtering: Scope & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 14 elements necessary to create a high-performing ‘Filtering: Scope & Logic’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #424
Adhered High
·
Score: 37.7

Guideline #427
Adhered High
·
Score: 37.7

Guideline #433
Not Applicable
·
Score: 0.0

Guideline #423
Not Applicable
·
Score: 0.0

Guideline #430
Not Applicable
·
Score: 0.0

Guideline #428
Not Applicable
·
Score: 0.0

Guideline #432
Not Applicable
·
Score: 0.0

Guideline #429
Adhered High
·
Score: 10.8

Guideline #436
Not Applicable
·
Score: 0.0

Guideline #439
Not Applicable
·
Score: 0.0

Guideline #488
Adhered High
·
Score: 27.0

Guideline #492
Adhered High
·
Score: 27.0

Guideline #493
Adhered High
·
Score: 27.0

Guideline #486
Violated High
·
Score: -27.0

Filtering: Interface & Layout:
11 guidelines
·
Score: 89.0

These 11 ‘Filtering: Interface & Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Filtering: Interface & Layout’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #468
Not Applicable
·
Score: 0.0

Guideline #474
Adhered High
·
Score: 32.4

Guideline #470
Violated High
·
Score: -37.7

Guideline #464
Adhered High
·
Score: 27.0

Guideline #467
Adhered High
·
Score: 27.0

Guideline #475
Not Applicable
·
Score: 0.0

Guideline #479
Adhered Low
·
Score: 13.5

Guideline #476
Not Applicable
·
Score: 0.0

Guideline #465
Issue Resolved
·
Score: 27.0

Guideline #471
Not Applicable
·
Score: 0.0

Guideline #472
Not Applicable
·
Score: 0.0

Sorting:
11 guidelines
·
Score: 24.3

These 11 ‘Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Sorting’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #510
Adhered Low
·
Score: 21.6

Guideline #511
Violated High
·
Score: -37.7

Guideline #539
Adhered High
·
Score: 21.6

Guideline #514
Adhered High
·
Score: 27.0

Guideline #513
Adhered High
·
Score: 27.0

Guideline #509
Violated High
·
Score: -27.0

Guideline #521
Adhered Low
·
Score: 13.5

Guideline #517
Violated High
·
Score: -21.6

Guideline #515
Not Applicable
·
Score: 0.0

Guideline #516
Not Applicable
·
Score: 0.0

Guideline #523
Not Applicable
·
Score: 0.0

Comparison Tool:
5 guidelines
·
Score: 37.7

These 5 ‘Comparison Tool’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Comparison Tool’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #495
Issue Resolved
·
Score: 37.7

Guideline #496
Not Applicable
·
Score: 0.0

Guideline #497
Not Applicable
·
Score: 0.0

Guideline #499
Not Applicable
·
Score: 0.0

Guideline #498
Not Applicable
·
Score: 0.0

Product Page:
95 guidelines
·
Score: 200.2

Product Page Layout:
8 guidelines
·
Score: -19.0

These 8 ‘Product Page Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 8 elements necessary to create a high-performing ‘Product Page Layout’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #751
Not Applicable
·
Score: 0.0

Guideline #753
Violated High
·
Score: -24.2

Guideline #758
Not Applicable
·
Score: 0.0

Guideline #757
Not Applicable
·
Score: 0.0

Guideline #784
Not Applicable
·
Score: 0.0

Guideline #738
Violated High
·
Score: -20.7

Guideline #766
Adhered High
·
Score: 17.3

Guideline #846
Adhered Low
·
Score: 8.6

Product Images:
9 guidelines
·
Score: 127.7

These 9 ‘Product Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Images’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #740
Adhered High
·
Score: 27.6

Guideline #741
Adhered High
·
Score: 24.2

Guideline #747
Adhered High
·
Score: 24.2

Guideline #755
Adhered High
·
Score: 17.3

Guideline #744
Adhered High
·
Score: 17.3

Guideline #745
Violated High
·
Score: -17.3

Guideline #752
Adhered High
·
Score: 17.3

Guideline #854
Not Applicable
·
Score: 0.0

Guideline #756
Issue Resolved
·
Score: 17.3

Image Gallery UI:
10 guidelines
·
Score: 24.2

These 10 ‘Image Gallery UI’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 10 elements necessary to create a high-performing ‘Image Gallery UI’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #774
Adhered High
·
Score: 24.2

Guideline #771
Not Applicable
·
Score: 0.0

Guideline #776
Violated Low
·
Score: -12.1

Guideline #775
Violated High
·
Score: -20.7

Guideline #779
Violated High
·
Score: -17.3

Guideline #783
Adhered High
·
Score: 17.3

Guideline #781
Issue Resolved
·
Score: 17.3

Guideline #773
Adhered High
·
Score: 10.4

Guideline #778
Violated Low
·
Score: -5.2

Guideline #777
Adhered High
·
Score: 10.4

Product Video & 360-View:
4 guidelines
·
Score: 13.8

These 4 ‘Product Video & 360-View’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 4 elements necessary to create a high-performing ‘Product Video & 360-View’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #759
Adhered High
·
Score: 17.3

Guideline #770
Violated High
·
Score: -17.3

Guideline #760
Adhered High
·
Score: 13.8

Guideline #761
Not Applicable
·
Score: 0.0

The 'Buy' Section:
9 guidelines
·
Score: -72.5

These 9 ‘The 'Buy' Section’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘The 'Buy' Section’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #791
Violated High
·
Score: -17.3

Guideline #795
Violated High
·
Score: -24.2

Guideline #820
Violated High
·
Score: -24.2

Guideline #798
Violated High
·
Score: -17.3

Guideline #817
Violated High
·
Score: -17.3

Guideline #792
Adhered High
·
Score: 17.3

Guideline #816
Adhered High
·
Score: 17.3

Guideline #793
Not Applicable
·
Score: 0.0

Guideline #789
Violated High
·
Score: -6.9

Shipping, Returns, and Gifting:
7 guidelines
·
Score: 22.4

These 7 ‘Shipping, Returns, and Gifting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Shipping, Returns, and Gifting’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #825
Violated High
·
Score: -17.3

Guideline #826
Adhered High
·
Score: 17.3

Guideline #803
Adhered High
·
Score: 24.2

Guideline #836
Violated High
·
Score: -17.3

Guideline #804
Adhered Low
·
Score: 5.2

Guideline #802
Adhered High
·
Score: 10.4

Guideline #805
Not Applicable
·
Score: 0.0

Product Variations:
9 guidelines
·
Score: 51.8

These 9 ‘Product Variations’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Variations’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #848
Adhered High
·
Score: 24.2

Guideline #853
Adhered High
·
Score: 17.3

Guideline #849
Adhered High
·
Score: 17.3

Guideline #837
Violated High
·
Score: -17.3

Guideline #851
Not Applicable
·
Score: 0.0

Guideline #800
Not Applicable
·
Score: 0.0

Guideline #850
Adhered High
·
Score: 6.9

Guideline #852
Not Applicable
·
Score: 0.0

Guideline #856
Adhered Low
·
Score: 3.5

Product Descriptions:
7 guidelines
·
Score: 91.5

These 7 ‘Product Descriptions’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Product Descriptions’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #841
Adhered High
·
Score: 24.2

Guideline #843
Adhered High
·
Score: 24.2

Guideline #861
Not Applicable
·
Score: 0.0

Guideline #860
Adhered High
·
Score: 17.3

Guideline #845
Not Applicable
·
Score: 0.0

Guideline #844
Adhered High
·
Score: 17.3

Guideline #847
Adhered Low
·
Score: 8.6

Specifications Sheet:
5 guidelines
·
Score: -3.5

These 5 ‘Specifications Sheet’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Specifications Sheet’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #858
Adhered High
·
Score: 24.2

Guideline #840
Violated High
·
Score: -17.3

Guideline #835
Adhered High
·
Score: 17.3

Guideline #839
Violated High
·
Score: -17.3

Guideline #857
Violated High
·
Score: -10.4

User Reviews:
13 guidelines
·
Score: -91.5

These 13 ‘User Reviews’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 13 elements necessary to create a high-performing ‘User Reviews’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #739
Adhered High
·
Score: 24.2

Guideline #743
Violated High
·
Score: -24.2

Guideline #750
Violated High
·
Score: -27.6

Guideline #749
Not Applicable
·
Score: 0.0

Guideline #768
Violated High
·
Score: -17.3

Guideline #742
Violated High
·
Score: -17.3

Guideline #748
Violated High
·
Score: -17.3

Guideline #785
Violated High
·
Score: -17.3

Guideline #767
Adhered High
·
Score: 17.3

Guideline #765
Violated High
·
Score: -17.3

Guideline #746
Violated High
·
Score: -17.3

Guideline #763
Adhered Low
·
Score: 5.2

Guideline #786
Adhered High
·
Score: 17.3

Auxiliary Content:
5 guidelines
·
Score: 27.6

These 5 ‘Auxiliary Content’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Auxiliary Content’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #807
Violated High
·
Score: -24.2

Guideline #788
Adhered High
·
Score: 20.7

Guideline #787
Adhered High
·
Score: 17.3

Guideline #806
Not Applicable
·
Score: 0.0

Guideline #769
Adhered High
·
Score: 13.8

Cross-Sells & Cross-Navigation:
9 guidelines
·
Score: 27.6

These 9 ‘Cross-Sells & Cross-Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Cross-Sells & Cross-Navigation’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #810
Adhered High
·
Score: 17.3

Guideline #811
Violated Low
·
Score: -12.1

Guideline #828
Violated High
·
Score: -17.3

Guideline #813
Adhered High
·
Score: 17.3

Guideline #814
Adhered Low
·
Score: 8.6

Guideline #812
Violated High
·
Score: -17.3

Guideline #821
Neutral
·
Score: 0.0

Guideline #819
Adhered High
·
Score: 20.7

Guideline #827
Adhered High
·
Score: 10.4

Cart & Checkout:
134 guidelines
·
Score: 730.9

Shopping Cart & “Added to Cart” Behavior:
10 guidelines
·
Score: 67.0

These 10 ‘Shopping Cart & “Added to Cart” Behavior’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Shopping Cart & “Added to Cart” Behavior’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #601
Issue Resolved
·
Score: 14.6

Guideline #600
Adhered Low
·
Score: 7.3

Guideline #602
Issue Resolved
·
Score: 14.6

Guideline #603
Issue Resolved
·
Score: 14.6

Guideline #732
Adhered High
·
Score: 20.4

Guideline #620
Violated Low
·
Score: -7.3

Guideline #623
Violated Low
·
Score: -7.3

Guideline #622
Adhered High
·
Score: 14.6

Guideline #673
Adhered Low
·
Score: 7.3

Guideline #624
Violated High
·
Score: -11.6

Account Selection & Creation:
9 guidelines
·
Score: 10.2

These 9 ‘Account Selection & Creation’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 9 elements necessary to create a high-performing ‘Account Selection & Creation’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #637
Adhered High
·
Score: 20.4

Guideline #652
Neutral
·
Score: 0.0

Guideline #639
Not Applicable
·
Score: 0.0

Guideline #677
Violated High
·
Score: -20.4

Guideline #638
Adhered High
·
Score: 14.6

Guideline #653
Violated High
·
Score: -14.6

Guideline #676
Adhered High
·
Score: 14.6

Guideline #665
Not Applicable
·
Score: 0.0

Guideline #640
Violated Low
·
Score: -4.4

Customer & Address Information:
12 guidelines
·
Score: 58.2

These 12 ‘Customer & Address Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 12 elements necessary to create a high-performing ‘Customer & Address Information’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #731
Adhered High
·
Score: 20.4

Guideline #566
Adhered High
·
Score: 23.3

Guideline #567
Violated High
·
Score: -20.4

Guideline #565
Issue Resolved
·
Score: 20.4

Guideline #736
Issue Resolved
·
Score: 20.4

Guideline #561
Violated High
·
Score: -14.6

Guideline #558
Adhered High
·
Score: 14.6

Guideline #557
Violated High
·
Score: -14.6

Guideline #560
Not Applicable
·
Score: 0.0

Guideline #573
Not Applicable
·
Score: 0.0

Guideline #562
Not Applicable
·
Score: 0.0

Guideline #564
Adhered High
·
Score: 8.7

Gifting Flow & Features:
5 guidelines
·
Score: 36.4

‘State of the Art’

These 5 ‘Gifting Flow & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Gifting Flow & Features’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #647
Violated High
·
Score: -8.7

Guideline #650
Adhered High
·
Score: 14.6

Guideline #646
Adhered High
·
Score: 14.6

Guideline #649
Adhered Low
·
Score: 7.3

Guideline #645
Adhered High
·
Score: 8.7

Shipping & Store Pickup:
11 guidelines
·
Score: 46.6

These 11 ‘Shipping & Store Pickup’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 11 elements necessary to create a high-performing ‘Shipping & Store Pickup’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #544
Violated High
·
Score: -20.4

Guideline #547
Adhered Low
·
Score: 8.7

Guideline #550
Adhered High
·
Score: 14.6

Guideline #543
Adhered High
·
Score: 14.6

Guideline #548
Violated High
·
Score: -11.6

Guideline #549
Adhered Low
·
Score: 2.9

Guideline #632
Violated High
·
Score: -14.6

Guideline #633
Adhered High
·
Score: 14.6

Guideline #631
Adhered High
·
Score: 14.6

Guideline #634
Adhered High
·
Score: 14.6

Guideline #635
Adhered High
·
Score: 8.7

Payment Flow & Methods (Incl. 3rd-Party):
8 guidelines
·
Score: 30.6

These 8 ‘Payment Flow & Methods (Incl. 3rd-Party)’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Payment Flow & Methods (Incl. 3rd-Party)’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #590
Violated Low
·
Score: -7.3

Guideline #671
Neutral
·
Score: 0.0

Guideline #617
Not Applicable
·
Score: 0.0

Guideline #615
Adhered High
·
Score: 14.6

Guideline #616
Not Applicable
·
Score: 0.0

Guideline #672
Adhered High
·
Score: 11.6

Guideline #586
Adhered High
·
Score: 11.6

Guideline #589
Not Applicable
·
Score: 0.0

Credit Card Form:
10 guidelines
·
Score: -42.2

These 10 ‘Credit Card Form’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Credit Card Form’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #582
Violated High
·
Score: -20.4

Guideline #594
Violated High
·
Score: -20.4

Guideline #587
Neutral
·
Score: 0.0

Guideline #583
Issue Resolved
·
Score: 14.6

Guideline #588
Violated High
·
Score: -14.6

Guideline #577
Violated Low
·
Score: -7.3

Guideline #584
Violated Low
·
Score: -7.3

Guideline #591
Adhered High
·
Score: 11.6

Guideline #585
Violated Low
·
Score: -4.4

Guideline #664
Adhered High
·
Score: 5.8

Order Review:
5 guidelines
·
Score: 71.3

‘State of the Art’

These 5 ‘Order Review’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Order Review’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #552
Adhered High
·
Score: 20.4

Guideline #556
Adhered High
·
Score: 17.5

Guideline #545
Adhered Low
·
Score: 7.3

Guideline #551
Adhered High
·
Score: 14.6

Guideline #553
Adhered High
·
Score: 11.6

Order Confirmation & E-Mail:
4 guidelines
·
Score: -10.2

These 4 ‘Order Confirmation & E-Mail’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Order Confirmation & E-Mail’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #599
Violated Low
·
Score: -7.3

Guideline #596
Violated High
·
Score: -11.6

Guideline #598
Adhered High
·
Score: 8.7

Guideline #597
Neutral
·
Score: 0.0

Form & Page Design:
10 guidelines
·
Score: 94.6

These 10 ‘Form & Page Design’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Form & Page Design’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #606
Adhered High
·
Score: 14.6

Guideline #611
Violated Low
·
Score: -7.3

Guideline #687
Adhered Low
·
Score: 5.8

Guideline #613
Adhered High
·
Score: 8.7

Guideline #607
Adhered High
·
Score: 8.7

Guideline #608
Adhered High
·
Score: 8.7

Guideline #730
Adhered High
·
Score: 20.4

Guideline #679
Issue Resolved
·
Score: 20.4

Guideline #668
Neutral
·
Score: 0.0

Guideline #733
Adhered High
·
Score: 14.6

User Interactions & Distractions:
10 guidelines
·
Score: 69.9

These 10 ‘User Interactions & Distractions’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘User Interactions & Distractions’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #696
Issue Resolved
·
Score: 20.4

Guideline #707
Adhered High
·
Score: 14.6

Guideline #609
Adhered High
·
Score: 14.6

Guideline #709
Violated High
·
Score: -14.6

Guideline #726
Issue Resolved
·
Score: 17.5

Guideline #714
Not Applicable
·
Score: 0.0

Guideline #727
Adhered High
·
Score: 20.4

Guideline #713
Violated High
·
Score: -17.5

Guideline #657
Adhered High
·
Score: 8.7

Guideline #699
Adhered High
·
Score: 5.8

Cross-Sells:
4 guidelines
·
Score: 33.5

These 4 ‘Cross-Sells’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Cross-Sells’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #581
Issue Resolved
·
Score: 20.4

Guideline #579
Adhered Low
·
Score: 7.3

Guideline #580
Adhered High
·
Score: 14.6

Guideline #578
Violated High
·
Score: -8.7

Validation Errors & Data Persistence:
10 guidelines
·
Score: 81.5

These 10 ‘Validation Errors & Data Persistence’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Validation Errors & Data Persistence’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #720
Adhered High
·
Score: 23.3

Guideline #723
Adhered High
·
Score: 23.3

Guideline #722
Violated High
·
Score: -20.4

Guideline #719
Adhered High
·
Score: 20.4

Guideline #721
Neutral
·
Score: 0.0

Guideline #718
Adhered Low
·
Score: 8.7

Guideline #625
Adhered High
·
Score: 17.5

Guideline #626
Adhered High
·
Score: 17.5

Guideline #627
Violated High
·
Score: -8.7

Guideline #629
Not Applicable
·
Score: 0.0

Field Labels & Microcopy:
7 guidelines
·
Score: 51.0

These 7 ‘Field Labels & Microcopy’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 7 elements necessary to create a high-performing ‘Field Labels & Microcopy’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #686
Violated Low
·
Score: -11.6

Guideline #683
Adhered High
·
Score: 20.4

Guideline #681
Adhered Low
·
Score: 7.3

Guideline #685
Adhered High
·
Score: 11.6

Guideline #694
Adhered High
·
Score: 14.6

Guideline #690
Not Applicable
·
Score: 0.0

Guideline #689
Adhered High
·
Score: 8.7

Field Design & Features:
8 guidelines
·
Score: 55.3

These 8 ‘Field Design & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Field Design & Features’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #674
Violated Low
·
Score: -10.2

Guideline #659
Adhered High
·
Score: 14.6

Guideline #669
Issue Resolved
·
Score: 14.6

Guideline #660
Adhered High
·
Score: 14.6

Guideline #658
Adhered High
·
Score: 8.7

Guideline #705
Not Applicable
·
Score: 0.0

Guideline #670
Adhered Low
·
Score: 4.4

Guideline #663
Issue Resolved
·
Score: 8.7

Default Values & Autocompletion:
8 guidelines
·
Score: 87.4

These 8 ‘Default Values & Autocompletion’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Default Values & Autocompletion’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #555
Adhered High
·
Score: 20.4

Guideline #554
Adhered High
·
Score: 17.5

Guideline #568
Adhered High
·
Score: 17.5

Guideline #576
Adhered High
·
Score: 14.6

Guideline #572
Adhered High
·
Score: 17.5

Guideline #734
Violated High
·
Score: -8.7

Guideline #618
Not Applicable
·
Score: 0.0

Guideline #571
Adhered High
·
Score: 8.7

Accounts & Self-Service:
65 guidelines
·
Score: 482.9

Account Drop-Down:
7 guidelines
·
Score: 66.1

These 7 ‘Account Drop-Down’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 7 elements necessary to create a high-performing ‘Account Drop-Down’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #871
Violated Low
·
Score: -25.4

Guideline #872
Adhered High
·
Score: 50.8

Guideline #876
Violated High
·
Score: -50.8

Guideline #877
Not Applicable
·
Score: 0.0

Guideline #886
Adhered High
·
Score: 61.0

Guideline #887
Neutral
·
Score: 0.0

Guideline #900
Issue Resolved
·
Score: 30.5

Account Dashboard:
6 guidelines
·
Score: 91.5

These 6 ‘Account Dashboard’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 6 elements necessary to create a high-performing ‘Account Dashboard’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #863
Not Applicable
·
Score: 0.0

Guideline #865
Violated Low
·
Score: -30.5

Guideline #866
Adhered High
·
Score: 50.8

Guideline #870
Not Applicable
·
Score: 0.0

Guideline #873
Adhered High
·
Score: 30.5

Guideline #874
Adhered High
·
Score: 40.7

Account Sign In:
6 guidelines
·
Score: 71.2

These 6 ‘Account Sign In’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 6 elements necessary to create a high-performing ‘Account Sign In’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

These 13 ‘'Your Account': Addresses, Payments, & Newsletters’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 13 elements necessary to create a high-performing ‘'Your Account': Addresses, Payments, & Newsletters’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #864
Adhered High
·
Score: 61.0

Guideline #888
Adhered High
·
Score: 30.5

Guideline #891
Adhered Low
·
Score: 25.4

Guideline #893
Adhered Low
·
Score: 25.4

Guideline #896
Adhered High
·
Score: 30.5

Guideline #902
Violated Low
·
Score: -15.3

Guideline #904
Violated High
·
Score: -20.3

Guideline #908
Violated High
·
Score: -50.8

Guideline #911
Violated High
·
Score: -50.8

Guideline #916
Violated High
·
Score: -50.8

Guideline #917
Violated High
·
Score: -20.3

Guideline #918
Not Applicable
·
Score: 0.0

Guideline #919
Violated High
·
Score: -50.8

Orders & Order Tracking:
14 guidelines
·
Score: 198.3

These 14 ‘Orders & Order Tracking’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 14 elements necessary to create a high-performing ‘Orders & Order Tracking’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #878
Adhered Low
·
Score: 20.3

Guideline #884
Violated High
·
Score: -20.3

Guideline #895
Issue Resolved
·
Score: 50.8

Guideline #905
Not Applicable
·
Score: 0.0

Guideline #906
Violated Low
·
Score: -25.4

Guideline #907
Adhered High
·
Score: 50.8

Guideline #909
Adhered High
·
Score: 50.8

Guideline #910
Adhered High
·
Score: 20.3

Guideline #912
Adhered High
·
Score: 30.5

Guideline #913
Adhered High
·
Score: 30.5

Guideline #914
Neutral
·
Score: 0.0

Guideline #915
Adhered High
·
Score: 30.5

Guideline #924
Violated Low
·
Score: -25.4

Guideline #925
Violated Low
·
Score: -15.3

Order Returns:
11 guidelines
·
Score: 40.7

These 11 ‘Order Returns’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 11 elements necessary to create a high-performing ‘Order Returns’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

These 8 ‘Account-Wide Navigation, Structure, & Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 8 elements necessary to create a high-performing ‘Account-Wide Navigation, Structure, & Information’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #875
Not Applicable
·
Score: 0.0

Guideline #880
Violated High
·
Score: -20.3

Guideline #881
Adhered High
·
Score: 50.8

Guideline #883
Adhered Low
·
Score: 35.6

Guideline #885
Not Applicable
·
Score: 0.0

Guideline #892
Violated Low
·
Score: -25.4

Guideline #901
Adhered Low
·
Score: 10.2

Guideline #923
Adhered High
·
Score: 50.8

Mobile E-Commerce:
144 guidelines
·
Score: 772.4

Mobile Homepage, Navigation, & Search:
12 guidelines
·
Score: 126.1

‘State of the Art’

These 12 ‘Mobile Homepage, Navigation, & Search’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 12 elements necessary to create a high-performing ‘Mobile Homepage, Navigation, & Search’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #209
Adhered Low
·
Score: 15.8

Guideline #116
Issue Resolved
·
Score: 31.5

Guideline #130
Adhered High
·
Score: 23.6

Guideline #228
Adhered High
·
Score: 19.7

Guideline #210
Adhered High
·
Score: 27.6

Guideline #211
Violated High
·
Score: -31.5

Guideline #229
Adhered High
·
Score: 27.6

Guideline #230
Violated High
·
Score: -27.6

Guideline #203
Violated High
·
Score: -23.6

Guideline #166
Adhered High
·
Score: 27.6

Guideline #93
Adhered High
·
Score: 15.8

Guideline #91
Adhered High
·
Score: 19.7

Mobile Product Lists:
15 guidelines
·
Score: 84.7

These 15 ‘Mobile Product Lists’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Product Lists’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #90
Adhered High
·
Score: 31.5

Guideline #89
Adhered High
·
Score: 27.6

Guideline #79
Violated High
·
Score: -23.6

Guideline #233
Violated Low
·
Score: -9.9

Guideline #87
Adhered High
·
Score: 19.7

Guideline #76
Adhered High
·
Score: 23.6

Guideline #80
Adhered High
·
Score: 19.7

Guideline #143
Neutral
·
Score: 0.0

Guideline #78
Not Applicable
·
Score: 0.0

Guideline #216
Not Applicable
·
Score: 0.0

Guideline #75
Neutral
·
Score: 0.0

Guideline #74
Adhered High
·
Score: 7.9

Guideline #158
Adhered High
·
Score: 19.7

Guideline #162
Violated High
·
Score: -19.7

Guideline #102
Violated High
·
Score: -11.8

Mobile Filtering & Sorting:
9 guidelines
·
Score: 112.3

These 9 ‘Mobile Filtering & Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 9 elements necessary to create a high-performing ‘Mobile Filtering & Sorting’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #212
Adhered High
·
Score: 27.6

Guideline #221
Adhered High
·
Score: 27.6

Guideline #215
Adhered High
·
Score: 19.7

Guideline #222
Adhered High
·
Score: 19.7

Guideline #68
Violated High
·
Score: -19.7

Guideline #232
Adhered Low
·
Score: 9.9

Guideline #219
Adhered High
·
Score: 15.8

Guideline #213
Neutral
·
Score: 0.0

Guideline #142
Adhered High
·
Score: 11.8

Mobile Product Page Layouts:
6 guidelines
·
Score: -43.3

These 6 ‘Mobile Product Page Layouts’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 6 elements necessary to create a high-performing ‘Mobile Product Page Layouts’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

These 13 ‘Mobile Product Descriptions, Specs, & Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 13 elements necessary to create a high-performing ‘Mobile Product Descriptions, Specs, & Images’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #159
Violated High
·
Score: -23.6

Guideline #169
Violated High
·
Score: -15.8

Guideline #77
Adhered High
·
Score: 11.8

Guideline #109
Adhered High
·
Score: 31.5

Guideline #110
Adhered High
·
Score: 27.6

Guideline #113
Adhered High
·
Score: 27.6

Guideline #112
Violated High
·
Score: -15.8

Guideline #114
Adhered High
·
Score: 7.9

Guideline #148
Adhered High
·
Score: 27.6

Guideline #133
Adhered High
·
Score: 19.7

Guideline #134
Not Applicable
·
Score: 0.0

Guideline #164
Adhered High
·
Score: 27.6

Guideline #163
Adhered High
·
Score: 23.6

Mobile Shopping Cart, Cost & Account:
10 guidelines
·
Score: 126.1

‘State of the Art’

These 10 ‘Mobile Shopping Cart, Cost & Account’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 10 elements necessary to create a high-performing ‘Mobile Shopping Cart, Cost & Account’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #208
Adhered High
·
Score: 19.7

Guideline #140
Adhered High
·
Score: 11.8

Guideline #104
Violated High
·
Score: -31.5

Guideline #103
Adhered High
·
Score: 27.6

Guideline #107
Adhered High
·
Score: 23.6

Guideline #106
Not Applicable
·
Score: 0.0

Guideline #127
Adhered High
·
Score: 19.7

Guideline #179
Issue Resolved
·
Score: 27.6

Guideline #180
Issue Resolved
·
Score: 27.6

Guideline #185
Not Applicable
·
Score: 0.0

Mobile Checkout Information:
15 guidelines
·
Score: -11.8

These 15 ‘Mobile Checkout Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Checkout Information’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #120
Not Applicable
·
Score: 0.0

Guideline #108
Violated High
·
Score: -27.6

Guideline #168
Violated High
·
Score: -23.6

Guideline #167
Not Applicable
·
Score: 0.0

Guideline #139
Adhered High
·
Score: 23.6

Guideline #150
Not Applicable
·
Score: 0.0

Guideline #205
Violated High
·
Score: -19.7

Guideline #118
Adhered High
·
Score: 19.7

Guideline #194
Adhered High
·
Score: 19.7

Guideline #192
Adhered High
·
Score: 7.9

Guideline #196
Violated High
·
Score: -7.9

Guideline #182
Adhered High
·
Score: 11.8

Guideline #193
Adhered High
·
Score: 11.8

Guideline #161
Violated High
·
Score: -15.8

Guideline #191
Violated High
·
Score: -11.8

Mobile Form Field Usability:
18 guidelines
·
Score: 31.5

These 18 ‘Mobile Form Field Usability’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 18 elements necessary to create a high-performing ‘Mobile Form Field Usability’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #186
Adhered High
·
Score: 27.6

Guideline #190
Adhered High
·
Score: 23.6

Guideline #121
Adhered High
·
Score: 19.7

Guideline #183
Adhered High
·
Score: 27.6

Guideline #189
Violated High
·
Score: -19.7

Guideline #128
Not Applicable
·
Score: 0.0

Guideline #187
Violated High
·
Score: -7.9

Guideline #165
Adhered High
·
Score: 7.9

Guideline #181
Not Applicable
·
Score: 0.0

Guideline #197
Not Applicable
·
Score: 0.0

Guideline #155
Violated High
·
Score: -31.5

Guideline #156
Violated Low
·
Score: -15.8

Guideline #160
Violated High
·
Score: -27.6

Guideline #157
Violated High
·
Score: -23.6

Guideline #145
Issue Resolved
·
Score: 23.6

Guideline #171
Issue Resolved
·
Score: 19.7

Guideline #184
Adhered High
·
Score: 15.8

Guideline #220
Violated High
·
Score: -7.9

Touch Keyboards:
5 guidelines
·
Score: 78.8

‘State of the Art’

These 5 ‘Touch Keyboards’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 5 elements necessary to create a high-performing ‘Touch Keyboards’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #71
Adhered High
·
Score: 23.6

Guideline #65
Adhered High
·
Score: 23.6

Guideline #69
Adhered High
·
Score: 15.8

Guideline #70
Adhered High
·
Score: 7.9

Guideline #66
Adhered High
·
Score: 7.9

Mobile Validation Errors:
7 guidelines
·
Score: 118.2

‘State of the Art’

These 7 ‘Mobile Validation Errors’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 7 elements necessary to create a high-performing ‘Mobile Validation Errors’ implementation.

Premium also shows you why Target and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #119
Adhered High
·
Score: 27.6

Guideline #224
Adhered High
·
Score: 31.5

Guideline #226
Adhered High
·
Score: 23.6

Guideline #225
Adhered High
·
Score: 19.7

Guideline #223
Adhered High
·
Score: 15.8

Guideline #227
Not Applicable
·
Score: 0.0

Guideline #175
Not Applicable
·
Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Target’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

To read each guideline and review your own sites, you’ll need to get full access.

Target’s Desktop E-Commerce Design

35 pages of Target’s e-commerce site, marked up with 339 best practice examples